NASHVILLE, Tenn.—Bridgestone/Firestone Inc. has launched what it said is ``the biggest media campaign for the Bridgestone brand in over 10 years'' to pump up sales of its new lines of tires with UNI-T AQ' Advanced Technology. The campaign began in April and features a TV commercial running on several national cable TV networks. BFS also is running print ads in USA Today, Life, Time, Money and several automotive enthusiast publications.
BFS would not reveal the cost of the campaign, which ends in June. The company estimated the ads will make about one billion impressions on viewers and readers for the UNI-T AQ lines.
The 30-second TV spot was produced by Grey Advertising in New York and features the theme ``Wet Performance That Lasts.'' It shows a computer-generated simulation of a braking test on wet pavement at 50 mph. A car equipped with 50-percent worn Turanza Revo tires is shown stopping an average of 14 feet shorter than a car equipped with 50-percent worn conventional Bridgestone tires.
Earlier this year, BFS introduced two light truck tires (Dueler H/P and Dueler H/L) and a touring tire (Turanza Revo) with UNI-T AQ technology. It first introduced UNI-T AQ in its high-performance Potenza line in 1998.
UNI-T AQ technology tires feature dual tread layer construction with an outer layer BFS calls extended performance compound (EPC) rubber which resists hardening with age and wear. The inner layer's rubber compound has higher grip properties which BFS said continues a high level of performance as the tire wears.